The Beauty Brand That Showed Up for the Knicks—and the Women Who’ve Always Been There
My AccountFIND A DOCTORFaceAdult AcneAnti-AgingAntioxidantsCelebrityChronic Skin ConditionsEyeHydrationHyperpigmentationMakeupMale Skin CarePeelsPre-Event PrepRetinoidsSensitive SkinSkin CareSkin HealthSmileSun CareTreatmentsAnti-WrinkleFillersMicroneedlingNeurotoxinsPost-Procedure Skin CareRegenerative AestheticsBodyBody SculptingBreastsButtsCelluliteFind a DoctorHair RemovalHands + NailsLegsPregnancyHairBond RepairCelebrity HairDry HairFrizzy HairGray HairHair ColorHair GrowthHair RepairScalp HealthTips + TutorialsAwardsNB100 Awards16th Annual Beauty Awards2025 NewBeauty Readers’ Choice AwardsShoppingBeautyReportGift GuidesNewBeauty StorefrontProduct ReviewsWellnessFitnessGLP-1sHealthMenopauseAbout UsTESTTUBEFaceView All FaceAdult AcneAnti-AgingAntioxidantsCelebrityChronic Skin ConditionsEyeHydrationHyperpigmentationMakeupMale Skin CarePeelsPre-Event PrepRetinoidsSensitive SkinSkin CareSkin HealthSmileSun CareTreatmentsView All TreatmentsAnti-WrinkleFillersMicroneedlingNeurotoxinsPost-Procedure Skin CareRegenerative AestheticsBodyView All BodyBody SculptingBreastsButtsCelluliteFind a DoctorHair RemovalHands + NailsLegsPregnancyHairView All HairBond RepairCelebrity HairDry HairFrizzy HairGray HairHair ColorHair GrowthHair RepairScalp HealthTips + TutorialsAwardsView All AwardsNB100 Awards16th Annual Beauty Awards2025 NewBeauty Readers’ Choice AwardsShoppingView All ShoppingBeautyReportGift GuidesNewBeauty StorefrontProduct ReviewsWellnessView All WellnessFitnessGLP-1sHealthMenopauseAbout UsLoading…FIND A DOCTORTESTTUBE Advertisement Home›Face›Makeup The Beauty Brand That Showed Up for the Knicks—and the Women Who’ve Always Been There While corporate sponsors looked past them, Saie saw the female Knicks fan, and turned a championship run into a major beauty moment. Liz RitterInstagramAbout NewBeauty Jun 25, 2026 Saie New York is still in a fever dream over the Knicks’ championship win, but Laney Crowell, founder of clean beauty brand Saie, has been watching the momentum build for a while. “Last season, I was sitting at a game at Madison Square Garden and just looked around,” she says. “The crowd was full of stylish and cool women—groups of friends, mothers and daughters, executives, creators. And then I looked at the brands advertising in that space and almost none of them were speaking to them. There was this huge disconnect between who was actually in the building and who the advertisers thought was there.” So, as Crowell sat there in the World’s Most Famous Arena, she decided to close that gap herself. Saie became the Knicks’ exclusive beauty partner—and their very first beauty brand partner in the franchise’s history—for the Finals run, doing glam for the players’ wives courtside, partnering…